This paper explores the brand internationalization strategy of BYD, a leading Chinese manufacturer of electric vehicles (EVs), focusing on the underlying motivations, opportunities, and challenges faced in the global marketplace. The study examines the reasons behind BYD’s strategic shifts, including the necessity to diversify revenue sources and mitigate risks associated with reliance on the saturated domestic market. Furthermore, it analyses the advantages of leveraging technological innovations and manufacturing capabilities while addressing the concerns regarding market perceptions of Chinese brands. Additionally, this research investigates specific steps undertaken by BYD to implement its international strategy, including local manufacturing establishment and partnerships, alongside potential challenges such as quality control issues and competitive pressures from well-established global players. Finally, the paper proposes actionable improvement measures aimed at enhancing the effectiveness of BYD’s internationalization efforts. Through this comprehensive analysis, the study contributes valuable insights into the dynamics of brand internationalization in the rapidly evolving electric vehicle sector.
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